Crocodile Dundee inspires new $36m American tourism push

February 6, 2018 3:58 pm

Today’s Super Bowl (Big Game), the most watched television broadcast in the United States, kicked off a new AUD$36 million marketing push by Tourism Australia aimed at supercharging the value of American tourism Down Under. Supported by Qantas, American Airlines and Wine Australia and featuring appearances from some of Australia’s biggest celebrities, the campaign is the biggest Tourism Australia has run in the United States since Paul Hogan’s famous Come Say G’Day ads more than 30 years ago.

Initially giving the appearance of an official film trailer for a new Crocodile Dundee movie, the sixty second ad then cleverly switches into an incredible showcase for Australian tourism. Australia’s Minister for Trade, Tourism and Investment, the Hon. Steven Ciobo MP, said while it officially launched today, the campaign is already kicking goals.